Honda Hybrid Presented By: Jay Amstutz Tracy Claybon Dana Khy Lori Meyer Ayesha Ranasinghe

Honda “Honda has been a leader in fuel-efficiency and low-emission technology. With all of our products, we work to balance your desire for fun and performance with society's need for clean air and water.” (

Company History Automobile manufacturers for over 40 years More than 100 factories in 33 countries Ten Research & Development facilities Design, engineer, and development Cutting edge of technology for Motorcycles, ATVs, generators, personal watercraft, power equipment, and marine engines Newest generation of manufacturing equipment that allows for Greater model flexibility, higher levels of quality, and a quicker response to changing consumer demands

Environment Three stages are: to continue to make the cleanest, most fuel-efficient gasoline engines as possible To market the Integrated Motor Assist gas-electric hybrid system in vehicles like the Civic to encourage customer acceptance of breakthrough technology to work rapidly to develop alternatives to gasoline, like the fuel cell-powered electric vehicles. The Honda Civic GX was voted by the EPA as the “Cleanest Car on Earth” with an internal combustion engine

Government Regulations Clean Air Act of regulates air emissions from area, stationary, and mobile sources California Air Resources Board (CARB). 10% of vehicles in California had to be manufactured to be “zero emissions” vehicles by 2003 Energy Policy Act of 1992 gives incentives for people to reduce fuel consumption.

Production Honda’s current plan is to produce only 50,000 Hybrid cars a year in Japan the more expensive price tag Future: No plans to build a US plant a fuel-cell automobile

Technology Integrated Motor Assist (IMA) System 1.3-liter gasoline engine and a high output electric motor Gasoline engine is the main power source Assisted by the nickel-metal hydride battery pack. This battery pack is recharged by braking link

Civic vs. Prius

Features Old vs. New Engine Toyota- 70 hp gas, 44 hp electric, SULEV Honda- 85 hp gas, 13 hp electric, ULEV Honda vs. Toyota Future

Strengths Pioneers of Hybrid technology. Perceived as a leader in innovation and environmental awareness and concern. Early entrant into the market with this technology. Unique features Gasoline-electric technology which allows you to travel up to 650 miles on one tank of gas. The battery recharges itself and the Hybrid’s reliability and safety is as high as the regular Civic model. Owners receive a one time federal tax deduction of up to $2,000. Assimilation of the Hybrid with an already popular model, the Honda Civic. Established relationships with consumers through dealerships.

Weaknesses It only produces 50,000 Hybrid cars a year. It is produced in Japan. Honda is currently charging a higher price than the regular Civic, and they currently lose money on each one they sell. A lack of information and knowledge about its performance and reliability.

Opportunities Go after a larger market with promotions of the Hybrid to the general automobile consumer. Increase overall production Make contracts with the U.S. government to use these vehicles. Install the Hybrid technology into other Honda models.

Threats Competition The failure of Honda’s future plans to introduce the fuel cell car. If the fuel cell car fails, and other competitors have already gained market share with their own models of Hybrid cars, Honda will have no place in the market with an innovative and advanced automobile anymore because of their limited production of the Honda Hybrid.

Current Promotions Focused on environmental audiences and government organizations. Environmental magazines and Donations Ineffective because of the lack of information on the benefits and features of the car. Currently, there has not been excessive promotions due to the fact that they lose money on every hybrid sold. Promotion for Honda

Our Promotions Continue to promote the Honda Hybrid based on its great fuel consumption efficiency and its green, friendly relationship with the environment. Capturing the attention and interest among environmentally savvy people. High price tag of the Civic Hybrid would place a cap on any increasing demand due to only 50,000 Hybrids made a year.

Advertising Campaign Commercials would be based on the notion of The efficiencies of the engine Gas mileage of the car The clean air of the environment that is not negatively affected by the output of the car Focus on the credible name of the Honda brand and the favorable image of its cars.

Special Events Special guest appearances at environmental events that combat against pollution. Conduct a nationwide race where the car would be driven around the country. How many times tank needs to be filled. $ spent on fuel in order to finish race.

Sweepstakes Give a Hybrid vehicle away to a lucky sweepstakes entrant. Listen to an infomercial Pre-selection to go to dealership Sweepstakes at malls, campus tours, car shows, and fairs.

The Hybrid Conclusion The Hybrid is produced to create a perception of Honda as an innovative and environmental corporation. The Hybrid as a result of successful researches to stay ahead of the competition. The Hybrid contributes to the Honda’s continuing success in keeping the environment as clean as possible.

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